Greenlight secures LV= digital marketing brief

Greenlight has been awarded a brief to define a digital strategy
and implement integrated Paid Media and Search campaigns for LV='s
life and pensions business, to continue its investment and further
its growth via digital channels.

Greenlight takes the account over from incumbent agency, Harvest
Digital, and will be responsible for digital media buying including
paid media, natural search and display media.

Greenlight's strategy will include creative link building to
improve keyword rankings, social campaigns, on-page search engine
optimisation (SEO) and all elements of paid media.

Lee Noon, LV= Head of Life Digital Marketing comments:

"We've been through a detailed tender process which started back
in March 2012 to find the right agency to support our future growth
plans. Greenlight has an outstanding reputation and strong track
record for delivering high performing digital campaigns, and we
look forward to working with them."

Greenlight will also
look to improve efficiencies in search marketing budgets and to
reduce LV='s life and pensions' reliance on paid media,
particularly in areas where SEO is performing well. This will be
done via the implementation of Hydra, Greenlight's
software-as-a-service cloud platform technology, comprising a
toolset and framework to measure how SEO and pay per click (PPC)
compliment or cannibalise each other. This will eliminate
duplication of activity and investments to deliver efficiencies and
uncover new opportunities for growth.

Greenlight will also carry out a completely new Adwords
structure for paid campaigns and performance display to drive
increased brand awareness, repeat purchase and direct sales.

Matthew Whiteway, Client Services Director at Greenlight
comments:

"Lots of agencies talk about integration between SEO and PPC,
but with our Hydra
OnePlatform we believe we are the only agency to deliver a truly
effective working model that will produce results. Hydra's
efficiency algorithm allows us to see where PPC is cannibalising
free traffic and sales from organic search, so that clients can
reallocate that budget to areas where it is more likely to drive
new incremental sales.

We are delighted to have been selected by LV= and look forward
to working together with the team to drive its business
forward."